A Management Report On L Oreal Marketing Essay

A Management Report On L Oreal Marketing analyzeINTRODUCTIONThe Management report that I am set uping here reflects a get by analysis of LOreal With nigh truly signifi piece of asst scenery of the political partys compose including telephoners overview and history. Also a truncated idea about its ripeningions, and their mark offs. No argumentation in this planet is free from weaknesses, which actu anyy catchs within the institution and threats that acts as the external factors as a result of the business environment where it operates. We entirely(prenominal) know that SWOT analysis is actually an significant instrument or an i embrace measuring parameter of any presidency to tempt its present value in the matched business environment. Moreover to plan a strategic dismiss in order to deal with any in debatences of the business. on that pointof it nonpluss utmost important for this report to spill the beans on the internal strengths and weaknesses of the org anisation followed by the external growth opportunity, and their rivals which is a threat for the organisation. In slight we have to apply SWOT analysis in order to h obsolescent a transpargonnt and true picture of the LOreal. Which I have try to present in a form of an ideal Management Report, as frequently as possible.httphttps://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjeIshyxkC_c9jbulBz2geoxhCq23joTcLbDmoTnrD76J9I-DB9yK80gfTXoBd3eaasDx3fsluPqKx65U4BPXx2EeZcGFOnsXiQ5F4qjSY1zhC7lol8YQq1abxmAe5SklXssDDiDz72V__6/s320/logo_l_oreal.jpgThe business humanness today is far much(prenominal) fighting(a) than we can ever think of hence it calls for the evaluation of all the factors of the business, be it internal or external, technical or social. All these important aspects of the business need to be evaluated at frequent intervals. Therefore the dynamic nature of the business and the requirement of this report have make it needful to critical analysis the decision making factors and strategic policies in the light of the orbiculateisation and redefined business paradigm. Nevertheless in response to t he present floriculture the feed spikelet of LOreal has been bring inn an equal importance in this report. In order to determine and deal with the effectiveness of response, in terms of current business scenario.The arena of any improvement in the responses from LOreal are dealt with ample thrill and understanding. And this sports stadium of the report forms the recommendation and suggestion part. In addition it winds-up with the conclusion of the immaculate Management Report as a whole.http//www. searchand securities industrys.com/reportinfo.asp?report_id=334974t=dcat_id=LOREALS OVERVIEW HISTORYThe pick up says it all LOreal is the realnesss renowned and defectivegest nonfunctionals and beauty Product Company. The caller-up was founded by Eugene Schueller in twelvemonth 1909. But now the union is controlled by the founders daughter Lilliane and in social class 2009 LOreal has celebrated its 100 old age of exacting service to the throne. Initially the beau monde was registered as Societe Francaise de Teintures Inoffensives pourCheveus, in division 1909 in the days of it formation, provided divisions later it was then named as LOreal. The political party has quad wet pillars of their completed business portfolio, namely Consumer Products, Luxury Products, Professional Products and Active Cosmetics. LOreal operates in some 130 countries with a complete range of 27 beauty ingatherings, in different segments of their business. To help LOreal achieve their goals and objective a dedicated tough team of 67,662 employees are engaged in the project of attaining the desired flush of LOreal. A century of expertise in the field of beauty safeguard products is completely driven with innovation. That is reason why LOreal invests some 1/3 rd of their revenue is devoted to their RD surgical incision. LOreal holds a stake of 19.5 % in Sanofi/Synthelabo. Apart from this, a holding company Gesparal has 51% of LOreal share and the food demon from Switzerland draw close hold the balance 49% of the GesparalThe success of LOreal stands on the besotted grounding of 5 key area of expertise, Hair care, Hair colour, Skin care, defend and Fragrances. The revenue generated from LOreal is estimated to be to a greater extent than 50% from outside of Europe. Acquiring clean(prenominal) brands is one of the vital activities, in which LOreal is focusing to a great extent. LOreal has been a great platform for the young breeding talents through their worldwide recruitment dodging. LOreal follows an equal opportunity program, therefore as a result of that its employee are from 110 nationalities, a classic example of cosmopolitan environment mixture Management. 97% of the LOreal factories are ISO approved. And LOreal operates 38 factories all over the world, manufacturing some 4.9 billions units in 2009. LOreal has the list following brands which includesInternal AnalysisStrengthsUnique visionThe company was with a passion and a qu est to transc end point the border to make the world beautiful. The credit of outstanding success of the LOreal as a company goes without distrust to the vision of the concept of working as a team, which operates under the sincerely outstanding Director Lindsay Owen-Jones.Worlds prestigious BrandThis French company has brought a revolution in the beauty product industry. A giant in manufacturing of some world class cosmetic for example Lancme, Vichy and the brand for the mass like The body shop, Laboratories Garnier and Maybel striving. The other brand includes Ralph Lauren Fragrances, Gemey Maybelline, Sanofi/Synthelabo Giorgio Armani Parfums, Soft Sheen-Carson, Galderma, and many muchStrong RD DepartmentThe biggest asset or strength of the company is their relentless effort in RD part, which keeps a continuous effort toward haping in the altogether and innovative products in the field of beauty and cosmetics food securities industry. This contributes a great deal in the belligerent market place like beauty product industry, in non just making youthful customer but retaining old customer as well by offering a brand new product to their customer at frequent intervals at a worldwide platform.Multiple product rangeLOreal has a real product collection posture in the beauty product industry. Starting from pig care to skin care and from fragrances to styling products. The companys multiple product division like Consumer Products, Luxury Products, Professional Products and Active Cosmetics has do it unique in the planetary scenario.Dermatological Pharmaceuticals put awaymentThe next great strength of the LOreal group is advance level of activity in the dermatological and Pharmaceuticals sectors, giving them a roll of nano-technology patent holder in United States.Sound distribution demarcationApart from this LOreal has a sound distribution channel and logistic department which helps a puritanical and smooth provision of its products, ensurin g that the products are available to the level best customers. The most expensive products and luxury items are distributed through duty-free shops and the department stores. And the hair care products are sold maximum from the hair salons. And the restless cosmetics department change their product via multiple beauty outlets and from pharmacies as well. erect Advertisement strategyThe strong advertisement strategy from LOreal puts the company miles in front from its competitors. By understanding the requirement of the customer it succeeds it bringing to their customer the proper(ip) product, through the deadly combination of marketing advertisement strategy.WeaknessesOrganisational structureThe company has grown enormously big, and there are complyive(a) division and sub-division of the organisation, this has made the organisational sector a bit decentralised one, owing to its gigantic size. At times it becomes impossible to find out the exact division responsible for(p) f or the pitfalls of the company.Low profit bankThe company has got a numerous rivals, and to compete in the challenging market, the product pricing is charterably low contrast to the other companies, and many times the profit does not meet the expectation of their own margin. To a great extent advertising and marketing of a high-end nature is highly a reason to a low return. deprivation of control.The co-ordination and the control of LOreal is somewhat lacking referable to its gigantic size. This is again as authorizeded as a negative point and as a setback. remote AnalysisOpportunitiesInfinite fieldThe main(prenominal) fields of expertise of LOreal is the product of beauty care which truly provides an edge and a never ending opportunity to concentrate and keep developing and specialising in the various aspect of beauty care like hair colouring styling, skin care cosmetics and fragrances as well.Brand imageThe name of LOreal is more than enough for its consumers, because its been a hold uping brand in the fields of beauty for ages. The brand name itself gives LOreal a great opportunity to develop its business abundantly.Patent Rightsanother(prenominal) great advantage is the chunk of their market share in this picky industry in which they operate. It gives them advantage to have the world class brands and various patent registered in their names. This gives them an edge over their rivals because the customer cannot get the afore utter(prenominal) cosmetics in other brands.ThreatsGrowing CompetitionThe field of beauty product industry is vast therefore e very(prenominal)day a new organisation is born. This raises the bar of growing competition for LOrealEconomic turmoilThe economics downswing is been witnessed very often in many countries for example USA, and Britain, this could possible be a great threat to the business opportunity and profit margin of LOreal. Many of the LOreal products are in the top line, which the basic customer leave find it e xpensive especially in the times of credit calf love and recession.http//loreal.exteen.com/20080805/swot-analysis-l-orealhttp//www.oppapers.com/essays/Loreal-Swot/149358The impact of ball-shapedisation on LOrealGlobal expansion is at the boob of LOreal growth strategy. This French cosmetics and toiletries giant have experienced unmatched growth and success in the sector with an unparallel global expansion into new beauty-product markets. And these plans are executed under the sharp and judicious direction of Owen Jones, the death chair of the company.The business goes global because of its strategic vision, some 16 years back LOreal used to pocket 75% of the revenue from the sales of Europe, major from France, but by 2004, a total of 85% of its revenue generated, were outside France, we can cite this as a classic example of ideal globalisation. LOreal is a real global leader in every segment of its industry. globalization means inviting tougher rivalry with the international th espian at a global level. Therefore it has to be backed up with a mastermind global strategy that go away give a cutting edge at a worldwide level, and a brand image of the organisation. But in order to internationalise, a business has to initiate lot of innovative and modish business tactics, at regular intervals for instance global entry strategy, proper marketing mix, standardisation, or adaptation of international insurance and procedure etc. permit us analyse the global strategy that has put LOreal miles fore of its rivals in the beauty industry. From the interrogation and findings I have realize certain strategic decision making and policies formation of LOreal which can be said as the influence of globalisation.Acquisition strategy.To dream LOreal beyond the French borders is the milestone, as told to the fortune audience, and was considered to be his smartest move as CEO. As he told the spate audience, The defining moment for me was when I decided LOreal must become a world company and not just a French one. (Chairman LOreal)In the battle to reign global beauty market, LOreal has developed a lovable formula, Consolidation which is considered as a lethal weapon to support their competitive strategy. The mastermind strategy of Owen Jones to buy topical anaesthetic cosmetic brands, give it a facelift, and sell it in the international market has helped LOreal to gain a ethical market share in the beauty industry. Lets take a brief look at all the acquisition of LOreal.MaybellineLOreal makes a risky investing of $758 millions to acquire Maybelline in 1996, it head quarters were shifted to New York. The product line like nail polish and lipstick were given a complete transformation and launched with exciting new colours. The sales figure reflects a big rise in 2003, where 56% of total sales came from outside US. In Japan it become the hottest selling beauty products amongst teens, the products like curls mascara and volume gestate line were in g rowing popularity all over.Soft-Sheen- CarsonA leader in hair care industry soft sheen was acquired by the giant LOreal in year 1998, and later on it went to acquire Carson product an cultural manufacturer in hair and skin care. The mastermind Owen then interconnected two companies to form soft sheen- Carson in august 1998. The potential market of hair care product was targeted by LOreal. This was a global move to cover half of total African market, and currently LOreal control 41% of South African market.KiehlJones went further to buy Kiehl, a infinitesimal cosmetics staunch exactly going in contrast with the regular LOreal brand and products. Jones find it super interesting that the firm is doing exceptionally good. It main emphasis is on product quality, for the rest LOreal gives a bouncing life to the product by giving it a new look and proper product system makes it well presentable in the international market at selected European stores. And these are done without ads or promotions.Shu UemuraTo get a strong hindquarters hold in Japan, LOreal went on further to takeover Shu Uemura as a part of strategic alliance with Japanese Shu Uemura, a cosmetic company rapidly stretching its presence in China and other Asiatic countries.The Body ShopLOreal gave a shocking surprise by gobbling up The Body shop in year 2005, such a small(a) port folio. But it was strategic decision for going global and change magnitude its brand port folio when the company decided to go for a 650m purchase of the ethical beauty retailer. This has a strong presence with 2550 outlets all over UK. Indeed a very smart move by the by acquiring this port folio, LOreal has built its ethical image in the market at a global level. And to book an image that the company is going natural and minimise its carbon footprints.OthersMininurse Yue-Sai are two small organisations that were respectively bought in 2003 2004 by LOreal as a strategy of global expansion, but now are performing exc ellent in the local cosmetic markets. Canan a specialist in hair care was a modern acquisition from Turkey in late 2007. In the recent past LOreal has been concentrating on higher end port folio. As a result to push its salon market, three more acquisition has been witnessed, capital of South Carolina Beauty Supply, Beauty Alliance and Malys. The purchase of YSL Beaut is a foot footprint to give weight to its Luxury division. While to earn some brownie point on the dermatology market CollaGenex was acquired as well. Looking into the market latest trends for natural beauty remedy In a hunt to attach it footprints in natural and organic arena. Sanoflore was the next deal to freeze, which will give LOreal an additional brand in its Active Cosmetic Division. Therefore Sanoflore will join its group with Dermablend, La RochePosay, Ombrelle and SkinCeuticals. But as the competition intensify, the company is looking ahead to have more acquisition in Asia market as well and make a strong presence in the world of beauty market by the instrument of this acquisition policy and growing as well in the port folio charge. And in future it will continue to seek more acquisition targets in the emerging market.http//www.scf-online.com/english/24_e/international_24_e.htmhttp//www.fortune.com/fortune/ceo/articles/0,15114,372136-1,00.htmlStrong logistics efficiencyIn the run to support the global recognition and other manufacturing strategies, the company has to regard on the strong logistic effiency. The availablity of the product to the end user is super vital to any organisation, LOreal is no exception, and therefore ensuring the product available to the outlets for perfect(a) satisfaction of the customer is one of the major goal of LOreal. It an has got an extremely strong distribution channel and logistic department, maintained by centrex the centre of write out chain management. LOreal partner group is developed with the supplier and the for the smooth furnish of raw -material, container or packaging , equipments, point of sale or promotional items LOreal depends on its suppliers for all its plants, factories and warehousing supplies. LOreal continuous try to maximise the performance the proviso chain management in order to improve time limit, imroving reactivity etc. Centrex monitors all procurement orders and deals with it. In order to assure that the compulsory level of service is achieved logistic department and the supply chain management has received special attention to suport the compamys strategic vision.Strength of R DLOreal has one of the most strong Research and learning team in the field of beauty product development. It attract some 3400 expertise in 30 different discipline from multiple nationalities to build a strong RD team. The company have invested 625 million dollars in just dermatological research and cosmetic department, in year 2009. A total of 18 research centers worldwide and 13 evaluation centres operates to achiev e the long tern growth. Some vitamin D scientist worked day and night to discover 5000 formulas each year. LOreal has filed 647 patent in year 2009, and 35,000 patents are active worldwide. It has amlost 1000 active allaince with leading academic research institution LOreal invest 1/3rd of its budget to the advanced research projects which is 3% of it revenue generated goes to the Research and Development department. The company owns the product development centres at New York, Paris, Dubai, Rio-de-Janeiro and shanghai. Therefore LOreal exploiting its research department quickly capitalise on latest consumer trends worldwide. In short the RD department has contributed to a great extent in making this company where it is today, in terms of global recognition and acceptance.Branding strategyLOreal mark strategy has given a gaint leap in support of the globalisation, and has helped to spread the business not that in Europe but worldwide. The company has a global presence over 150 c ountries which is possible only because it hold a very good brand image. The company follows a powerful and efficient branding strategy, which makes it possible to generate a steady flow of revenue year after year. As a result of the global branding strategy the LOreal achieved the impossible dream of becoming the largest cosmetic in the world. Whilst the global thriftiness was in a downturn mode still the company made successful sales both in Asia and Latin America. It would not be wrong to say that the company has succeeded reaching across the French boundaries due to it brand reputation.Global portfolio management.LOreal holds some of the best names of the prestigious brands portfolios for their change range of beauty products under one roof. Some renowned names include Lancme, Maybelline, The Body Shop, Vichy Laboratories, Matrix Ralph Lauren Fragrances and so on and so forth. LOreal is very careful with brand portfolio Management like the quantum of water mixing to the moistur ising cream. With the world of brands under its roof the port- folio management team has to be extremely cautious and judicious to place each brand in the pay segment so that it does not affect its other brand market. This is smasher the right audience with the right product.http//finance.mapsofworld.com/brand/value/loreal.htmlLOreal responseWith respect to various challenges posed by the global business environment, LOreal has always come up with a solution, to stay ahead in the international market. Let us analyse the effectiveness of LOreal responses with regards to national and international issues of the business world. dodge showing the responses to the situationLOreal responseProsCons1. Acquire Shu UemuraTo achieve a place in Asian industry, and a bigger sales graphFails to leave the Japanese market2. Purchasing of NiveaMid-segments market is filled up.Expose to Biersdorf.3. perplex opportunity in dermatological and cosmetic fieldMore sale and new customerRisk of losing i f there is no strong market for dermo-cosmetic area.4 Introducing new products for gaining more mileage.Increase revenue by initiative up a new market for all brands.Inviting rivalry and more competition.5. Diversify into clothes and accessoriesUsing similar technique to gain competitive advantg.High risk in the new field and global player to deal with.6. Form a brand new line of LOreal cosmetic stores.Brand products to be easily availableLoss of capital if the stores does not work out as per planned and fail to generate change magnitude sales figure.7. Keep a got stock of all the products to tackle supply issues.A happy customer, not loosing sales, and retaining customers.Stock loss due to departure date. Additional holding and shipping cost.Recommendations and suggestionThe recommendation for the LOreal is that they should design more products to suit the Japanese market, and even selling the same products to Americans as the American market are more in more requirement of the heathen Asian touch trends, by giving the products a brand new look with its latest packaging tools to make it look more authentic.A large section of American market is untouched LOreal should plan to consider tapping those markets as well launching a similar strategy as in the African expansion. So far the South American market is largely untapped. By taking a similar approach maybe even designing products for South American ethnicities.Since diversity management is at the heart of LOreal it should take a plunge and diversify into clothing and accessories, with the riches of rich experience similar to the beauty product industry. A step into dermo-cosmetics lines must be beneficial in towards the progress of the company because there is a massive demand for such product which is an alternative for tensile surgery. LOreals should take advantage of its research and develop related products which will lead them ahead of their rivals.Chain stores of LOreal must be there to generate more sales and to bring confidence to their customer when they see the LOreal store alternatively than buying the LOreals products from other retail outlet. This in actually an untapped quoin for big chain of cosmetic stores, for the LOreal products, would be ideally to fill this spread for the niche market.CONCLUSIONLOreal in spite of the growing competition has become a giant in its domain. It success rest on the four pillars of their entire business portfolio, namely Consumer Products, Luxury Products, Professional Products and Active Cosmetics. And the main reason of it success are strength of RD team, effective organization structure, strong distribution channels, Brand portfolio management, Acquisitions Branding strategy. LOreal has a number of rivals like Estee lauder is the main threat. Proctor Gamble, Unilever and Revlon in hair care segment. Avon a hard-core competitors in Russia, and Nivea control the mid segment market. LOreal need to concentrate a bit more towar ds Men care items, and avoid too much rivalry.